Turning CRM Data into Deep Customer Insights
The world is becoming increasingly personalized. Frequent flier numbers and customer membership programs enable companies to track consumers' buying patterns; social media platforms and digital marketing channels enable them to know even more about our preferences and lives. The door has been opened to inappropriate uses of this information, as evidenced by the "fake news" and Facebook/Cambridge Analytica scandals from the 2016 election. But far more commonly, companies are using customer data in legitimate to personalize their communications with customers, with significant results. Customers are happy for you to know about them According to Accenture, 83% of consumers are willing to share their data in order to enable a personalized B2C experience, and 91% say it actually impacts their buying habits. For B2B purposes, companies have long known there is easy access to public data about them, so any gain in efficiency is welcomed from suppliers who make use of [...]
